Here, at Fashionbi, we are now analyzing, tracking and measuring daily engagement on Instagram for fashion brands. Why Instagram? Instagram has become a base platform for fashion and luxury brands and has become one of the most important visual engagement tools available for fashion brands. A quick snap on your mobile phone or tablet, and a user is immediately engaged with the brand.
In today's digital world social networking channels are rapidly growing with new users and as the need for user engagement increases, fashion and luxury brands see these key channels as a solution to connect with consumers. One of the most active, influential and engaging channel is Instagram.
Launched in October 2010, the channel rapidly gained over 100 million active users by April 2012, which was a milestone month for the company after they launched Instagram for Android and it was downloaded more than one million times in less than one day. By 2012, the company was adding a new user every second and now in February 2013 it was announced that there were over 100 million active users, an increase of about 10 million users per month since the launch of the platform. A new user every second, a new potential customer every second, and a new person to engage with every second, now it is clear exactly why fashion and luxury brands are focusing their attention on this powerful digital tool.
Of course there are other important social media channels that the fashion and luxury brands are all jumping into such as Pinterest, and Google Plus. But as Pinterest focuses more on creating a lifestyle, a social "board", and is public to anyone it takes away from the exclusivity. Instagram is a backstage pass into the lives of the average onlooker to the celebrity, or your favorite band. Included in this backstage pass is also a young user, a younger potential consumer. According to consumer behavior research group Experian Hitwise, "The audience for Instagram is relatively young, with over half of the visitors to the Instagram website are under the age of 35." The young are certainly staying engaged as according to another study by Hitwise, there has been 1000 percent increase in site visits since December 2012 to March 2013. The statistics are showing that this is one trend that has become a part of life from the young to the new emerging professionals and this is one segment that fashion and luxury brands surely need to engage, the future young money.
The hype and buzz around Instagram has fashion brands dedicating campaigns to the social media channel, and Michael Kors is one brand that launched a mobile campaign by the name of "falling in love," which allowed users to take a photo of their favorite Michael Kors product and hashtag #fallinginlovewith. Or Giorgio Armani's Instagram campaign, "Frames of life," which asks followers to upload a picture of themselves wearing sunglasses. Frames of Life is now a dedicated site that integrates social media and digital marketing creating a user generated advertising campaign, of which users can actually see themselves in a pair of Giorgio Armani sunglasses!
With the advancement of user generated advertising campaigns, Fashionbi can now help you measure the success of these campaigns. Why? The strong and powerful increase in young users, user engagement and the need in the market to analyze these new digital marketing and social media campaigns. How? An instant comparision of your Instagram follower growth and user activity vs your competitors and find out which hashtags are commonly used by your brand. All of this and more on Fashionbi Instagram analytics, to better engage and maximize your Instagram platform.
Consumers can, at times, be some of the best influencers a brand has and Instagram not only allows this but can also be insightful to see what consumer's are loving, wanting and ranting about. And over at Fashionbi we know exactly what we are ranting about, the latest Fashionbi 4, that gives you all the insight into Instagram.